SEO Glossary: Impressions

In a nutshell: What are impressions?

Impressions indicate how often a website visitor has had eye contact with an element (e.g. an advertisement) or an Internet page. The term is mainly known from the field of advertising, when ads or banners are placed.


What are impressions?

Impressions (impressions) are an important metric. It is indispensable for statistics on the Internet and the associated success control. If a visitor is on a website and has visual contact with an element, this is called an impression.


Impressions also refer exclusively to visual contact as soon as an element is visually displayed. They have nothing to do with when a user clicks on an element (e.g. on an advertising banner).


Example: An advertiser installs a banner on their website. 1,000 visitors scroll over the page on which the banner is located. In this case, the ad receives 1,000 impressions.


Impressions are also used in search engine results pages (SERPs). This is the case, for example, when a search engine user scrolls through a list of results without opening a website. This also results in an impression.


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How are impressions counted?

When an element such as an ad, banner or website appears on a user's screen, an impression is triggered. To record and count them, a corresponding tracking tool is required.


It is important to note that it does not matter if a user scrolls past an element without clicking on it. Because even then we are talking about an impression.

Where are impressions displayed?

To find out how many impressions an element has, you need to log in to the corresponding dashboard or control panel. There are several ways to do this.


The following are some examples:


  • Impressions in SERPs: When a website is displayed in search engine results, impressions are counted. For example, in the Google Search Console. Here you can see how many impressions a website has achieved in a certain period of time.
  • Advertisements: When advertisers book an ad, they do so, for example, with GOOGLE ADS or an ad network provider. A look at the statistics in the dashboard reveals how many impressions an ad has achieved.
  • Social media ads: Impressions are also displayed in the statistics for social media ads from Facebook, Instagram and others. This also shows the relationship between impressions and clicks.
    As with the above examples, it also plays out similarly on other platforms. Here, the number of impressions is listed in the respective statistics.


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Conclusion: What are impressions?

If advertisers place ads or rank in the SERPsimpressions are an important key figure. They provide information about how often website visitors had visual contact with an element or a website. At the same time, this makes it possible to monitor the success of individual advertising elements.

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